Ad monster conference_ 20 September 2011_"Knowing what you don't know, how technology reshuffles the media industry"

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How technology impacts the advertising industry and reshuffles media agencies organisations.

How technology impacts the advertising industry and reshuffles media agencies organisations.

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  • Volkswagen BlueMotionAs part of their campaign to promote the amazing fuel economy of the new Volkswagen Golf BlueMotion, Norwegian agencies Try and Apt turned a long stretch of highway into a virtual roulette table.  Using Google Maps & Streetview the E6 highway was turned into one big roulette table with 80,000 individual slots.  So what's the hook?  Users were invited to place a 'bet' (using Facebook connect) on how far the VW could go on a single tank of fuel.  The user with the correct bet won the car.  Each user could only bet once, thereby encouraging users to learn as much as possible about the car, the features and the fuel economy.  When the registration period ended, the Golf took to the road where users could monitor the progress of the car in real-time via an implementation of Google Maps and livestreaming video on the BlueMotion website.Tesco won the media Grand Prix
  • We are a technology company: we dont build technology but we leave and breath . Def to us of a tech company is not just building but understanding , talking it etc...
  • How to give prominence of an object in your news feed. If u have 100 friends and you're fan of a 100 brands its info overload so FB filters things up correlated to action. Understanding the relationship b/w people and brands the algorithm understands how to push up. + there’s weights in various actions: creating content (updating profile..) Vs comment Vs tagged a photo Vs liking..
  • Social is used to understand what is coming next. Every interaction with your brand is now a media opportunity. People commenting on your brand, that’s media. Mediaplannersdont consider that enough. Its not the mediaplanners role to manage all that but its medias role to influence that.
  • But despite all these opportunities, a complex landscape still stands in the way.This is what the display advertising landscape looks like todayEarlier, I mentioned that display advertisers spend 28% of their media dollars on transaction costs alone, and this fragmented landscape is at the crux of that problemIf we can start to solve for this, it will help to make display advertising much more effective for everyone in the space….
  • An additional component to our open source architecture is our Ventures practice. We have identified leading startups in the digital space that we partner and collaborate with on a regular basis to ensure we have the best digital expertise and products in the markeplace. These partners are specifically aligned with the Nerve Center’s core areas of focus.
  • B/W the 2 they will chose best in breed specialisation
  • People we where recruiting in the past where had arts degrees, now we want people who are hybrid profiles with maths/phusyics + can talk 3 languages + psychology. In a way if your parents understand what degree you’re doing its the wrong one... (my son is doing a degree in geography VS my son is doing a degree in API coding optimisiation...)
  • You’re not worried that burgglers might know you’re now on holiday for 3 weeks but you are worried about having a cookie on your browser...
  • Volkswagen BlueMotionAs part of their campaign to promote the amazing fuel economy of the new Volkswagen Golf BlueMotion, Norwegian agencies Try and Apt turned a long stretch of highway into a virtual roulette table.  Using Google Maps & Streetview the E6 highway was turned into one big roulette table with 80,000 individual slots.  So what's the hook?  Users were invited to place a 'bet' (using Facebook connect) on how far the VW could go on a single tank of fuel.  The user with the correct bet won the car.  Each user could only bet once, thereby encouraging users to learn as much as possible about the car, the features and the fuel economy.  When the registration period ended, the Golf took to the road where users could monitor the progress of the car in real-time via an implementation of Google Maps and livestreaming video on the BlueMotion website.Tesco won the media Grand Prix

Transcript

  • 1. “Knowing what we don’t know”
    AdMonster Conference
    Cologne, 20 September 2011
    Frederic Joseph
    Chief Digital Officer, ZenithOptimedia
  • 2. All major social changes have been ignited by technology
    Medicine
    Culture
    Communication
    Politics
    Democracy
    ...
  • 3. Technology
    Unlocks creativity and ideas
    Bridges contact with content
  • 4. VW Golf Blue motion Norway
    Tesco (Homeplus)
    South Korea
  • 5. Key partners to ZenithOptimedia have reshuffled in 5 years
  • 6. FB Edge Rank
  • 7. Real time planning - Listening
    ‘designed cleverly enough, market research surveys will answer any question you can think up. But they can’t tell you what you never thought to ask. And what you never thought to ask might be the most important question for your business.’
    Groundswell, Charlene Li and Josh Bernoff
  • 8. 8
    © 2011. All rights reserved. VivaKi. Proprietary and Confidential.
    Trading evolution
    Networks consolidate long tail and remnant inventory
    Agency Trading Desks grow into centers of audience-buying expertise
    Advanced data begins to fuel networks’ audience segments
    Technology & Data convergence leads to Real Time Bidding/Buying
    Networks begin to purchase and package premium content
    Advertisers purchase majority of inventory through publishers directly
    Ad Exchanges emerge to address marketplace inefficiencies
    Demand Side Platforms (DPSs) expose exchange inventory in single environment
    2001
    2005
    2007
    2009
    2011
    2003
  • 9. Need to address the new paradigm
    Volume
    Buy Inventory
    Branding
    Business model committed on action
    Content / Engagement
    Specialist
    Generalist
    Skill set to understand technology
    Performance
    Detail audience (at scale)
    Buy Data
  • 10. How many people in the room understand this chart?
    10
  • 11. The Product Roadmap
    Real time bidding market place will become the norm
    Search
    Display
    Mobile
    Video
  • 12. Evolution of our technology strategy
    Ahead of our times we created our own proprietary technologies
    World is moving so fast...
    We need to be honest and recognise we can’t compete
  • 13. T Nerve Center provides tools, technology and partners to connect Vivaki brands to People
  • 14. We invest in layers on top of open technology
    We invest in layers of proprietary technology on top of best of breed open technology
    We build the connective technology not the platform
    • This allows to chose what best technology there is on the market
    • 15. Clients don't fear being tied up to us through our proprietary technology.
  • Vivaki ventures
    Broad range of promising emerging companies
    Covering many areas:
    Creative tools
    Measurement
    Local creative management
    Local mapping
    Social content
    Social media
    Consumer devices
    Mobile
    Advanced TV
    In-store
    OOH
    Peer to peer
    Online video
    15
    © 2011. All rights reserved. VivaKi. Proprietary and Confidential.
  • 16. The Gartner Hype Cycle
    The audience is often ahead of us...
    Twitter
    Peak of inflated expectations.
    Visibility
    Smart to invest
    Search
    Plateau of productivity.
    Facebook
    NFC
    Slope of enlightenment.
    Smart to invest
    Disillusionment.
    Technology trigger.
    Maturity
  • 17. Clients want IntegrationANDSpecialisation
    What’s the best balance between integration and specialisation?
  • 18. Talent
    A two stream world:
    Connected / Not connected.
    More subtle then age segmentation
    Need to fight inertias
    True at every level of the organisation
    Issue at clients end as well...
  • 19. Naturally comfortable with technology
    Reshaping the agency on the back of new talents
    Recruiting the talents of tomorrow
  • 24. Training - Live Academy
    © 2011. All rights reserved. ZenithOptimedia Proprietary and Confidential.
  • 25. Privacy and transparency compliance
    Watch out – all the above is under threat...
    We can’t sit back advertisers/agencies/ publishers...
    Technology brings added value to the user
  • 26. VW Golf Blue motion Norway
    Tesco (Homeplus)
    South Korea
  • 27. Moving into a technology driven world needs...
    Acknowledgement at CEO level in companies
    Evolution of talent profiles at every stage
    Generalists need to be multi specialists
    In-depth training programs
    Ongoing process of learning
    Agency structures should not be confined by channel but by skill - bid vs buy
    All publishers need to embrace this change as well
    Transparency compliance
    Both at agency
    and
    clients ends
  • 28. “This journey is only1% finished”...
  • 29. Thank you!...
    Frederic Joseph
    Chief Digital Officer
    ZenithOptimedia
    @FredJoseph_UKFR